{"id":2302,"date":"2022-06-06T12:08:59","date_gmt":"2022-06-06T17:08:59","guid":{"rendered":"https:\/\/blog.bairdbrothers.com\/?p=2302"},"modified":"2022-08-30T13:04:54","modified_gmt":"2022-08-30T18:04:54","slug":"what-to-expect-at-home-garden-shows-a-conversation-with-marketplace-events","status":"publish","type":"post","link":"https:\/\/blog.bairdbrothers.com\/what-to-expect-at-home-garden-shows-a-conversation-with-marketplace-events\/","title":{"rendered":"What to Expect at Home & Garden Shows: A Conversation With Marketplace Events"},"content":{"rendered":"
Note: <\/i><\/b>this is a transcript from our recent AHA interview. If you would like to watch the <\/span><\/i>full video<\/span><\/i><\/a>, check out our content studio page. This interview is also available as a podcast episode \u2013 <\/span><\/i>find it here<\/span><\/i><\/a>.<\/span><\/i><\/p>\n Steve Stack:<\/b><\/p>\n Brought to you direct from <\/span>Studio 3B at Baird Brothers Fine Hardwoods<\/span><\/a>, <\/span>American Hardwood Advisor<\/span><\/i> is your source for trends, tips, and insights into how the building industry has evolved.\u00a0<\/span><\/p>\n Join me, Steve Stack, along with guest builders and industry leaders, as we talk shop and go in-depth on what it takes to be the best of the best.\u00a0<\/span><\/p>\n Dive into topics like architecture, industry trends, project plans, historical tools, tricks of the trade, and life lessons from more than six decades of experience in the hardwood lumber business.<\/span> Steve Stack:<\/b><\/p>\n Hello, ladies and gentlemen. I\u2019m Steve Stack coming to you live from Studio 3B at Baird Brothers Fine Hardwoods with another episode of American Harwood Advisor. Today, we have two guests who we\u2019ve been friends with for the past 13 or 14 years. Welcome, Rosanna and Cathy from <\/span>Marketplace Events<\/span><\/a>.<\/span><\/p>\n We came to know each other through one of the major spring events in Cleveland, Ohio: The Great Big <\/span>Home & Garden Show<\/span>. Rosanna, I’ll start with you. Tell us about yourself and your tenure with <\/span>Marketplace Events<\/span>.<\/span><\/p>\n Rosanna Hrabnicky:<\/b><\/p>\n Sure. I started with a company called DMG, which actually turned into <\/span>Marketplace Events<\/span> after they sold. We always did events, but now we’re more involved with holiday shows and wedding shows. Although, we still mostly do <\/span>Home & Garden Shows<\/span>. I\u2019ve worked as a group manager, a show manager and a national sponsorship manager. We have 70 shows across the US and Canada. It\u2019s been a great ride. My 17 years here have been amazing.<\/span><\/p>\n Steve Stack:<\/b><\/p>\n As Baird Brothers has grown from the Youngstown market to now serving all 50 states, we’ve talked about starting to do national shows. We don’t have to look any further than <\/span>Marketplace Events<\/span>.<\/span><\/p>\n Rosanna Hrabnicky:<\/b><\/p>\n You’re absolutely right. We’re in the major markets. Honestly, it’s about finding the right venues, advertising properly and getting the people in. That’s the whole premise of it. Our mission statement is to get buyers and sellers together, face-to-face.<\/span><\/p>\n Steve Stack:<\/b><\/p>\n There\u2019s also my friend Cath here. Cathy’s my go-to girl for the Cleveland Home & Garden.<\/span><\/p>\n Cathy Berthold:<\/b><\/p>\n Yes.<\/span><\/p>\n Steve Stack:<\/b><\/p>\n She is our direct representative through <\/span>Marketplace Events<\/span>. Where has the time gone?<\/span><\/p>\n Cathy Berthold:<\/b><\/p>\n I know. We’re getting old. We\u2019re getting into our golden years here.<\/span><\/p>\n Steve Stack:<\/b><\/p>\n You have an extended tenure with <\/span>Marketplace Events<\/span> as well.<\/span><\/p>\n Cathy Berthold:<\/b><\/p>\n I just celebrated 13 years here. I came aboard when <\/span>Marketplace Events<\/span> was awarded the contract to run the <\/span>Home & Garden Show<\/span> at the <\/span>I-X Center<\/span><\/a>. They needed to put a team together. I was very happy to join. I just had my 20th anniversary as a recruiter and headhunter with a huge international search firm and temporary staffing agency. My boss there said, “I’m going to leave and go work for Marketplace. Do you want to come with me?” I said, “Sure. Why not?” So I came aboard as one of the first core foundation teams for outreach and sales. That’s where I spend my time and where we met 13 years ago on a phone call.<\/span><\/p>\n Steve Stack:<\/b><\/p>\n Roughly, how many <\/span>exhibitors<\/span> do you have at the <\/span>Great Big <\/span>Home & Garden Show<\/span><\/a>?<\/span><\/p>\n Rosanna Hrabnicky:<\/b><\/p>\n Over 650. Because of COVID, this past year we had a little bit less. But 650+ <\/span>exhibitor<\/span> companies on the show floor.<\/span><\/p>\n Steve Stack:<\/b><\/p>\n With <\/span>exhibitors<\/span>, <\/span>Baird Brothers<\/span><\/a> included, there are always hiccups. Cathy, you’re always a phone call or text away.<\/span><\/p>\n Cathy Berthold:<\/b><\/p>\n Oh yeah. Constantly.<\/span><\/p>\n Steve Stack:<\/b><\/p>\n And you have 650 kids to babysit.<\/span><\/p>\n Cathy Berthold:<\/b><\/p>\n Actually, about half of that because we have someone else, too. Our colleague, Reese, takes care of the other half. But we pinch hit. If Reese’s client needs something and she’s not available or vice versa, we help each other out.<\/span><\/p>\n Steve Stack:<\/b><\/p>\n Oh, yeah. You cross over.<\/span><\/p>\n Cathy Berthold:<\/b><\/p>\n Yeah. You know Reese just as much as you know the two of us, right?<\/span><\/p>\n Steve Stack:<\/b><\/p>\n Right. That’s the beauty of it. Whether it’s a Baird Brothers problem, “Oh, I need electricity extended,” whatever it is, you guys are always on-site from the week prior, setting up, throughout the show and then through dismantling.<\/span><\/p>\n Rosanna Hrabnicky:<\/b><\/p>\n Yeah. It\u2019s about 19 days. Typically we have a stick-built home too, which is really 45 days before. We’re there the whole time, from morning till night. From move in to move out and during the show.<\/span><\/p>\n Steve Stack:<\/b><\/p>\n That\u2019s when you’ve crossed your first hurdle. Then you have to attend to the general public.<\/span><\/p>\n Cathy Berthold:<\/b><\/p>\n Yeah. We have two customers. We have you and then we have the 100,000+ people that come and walk through our show that we have to take care of.<\/span><\/p>\n Steve Stack:<\/b><\/p>\n The consumers.<\/span><\/p>\n Cathy Berthold:<\/b><\/p>\n Customer service is obviously enormous in our industry. In fact, that’s one thing that some of the <\/span>exhibitors<\/span> have said to us over the years, “We do other shows and you never see the sales team or the show team. They’re not really out.” But I live to be on the show floor. I mean, I want to be out with all of you and the customers. I want to see what’s going on, put out fires if I need to, and have fun.<\/span><\/p>\n Steve Stack:<\/b><\/p>\n That’s it. I know for a fact that this year was the first Cleveland <\/span>Home & Garden Show<\/span> that I missed in probably over 20 years.<\/span><\/p>\n Cathy Berthold:<\/b><\/p>\n Wow.<\/span><\/p>\n Steve Stack:<\/b><\/p>\n In fact, I’m thinking it\u2019s closer to 23. We’ve seen it change, but I’ll say one thing. Since you, Cathy, have been our team contact, you come by the booth every day just to say hi.<\/span><\/p>\n You have your three notebooks stacked up and your phone up to your ear.<\/span><\/p>\n Cathy Berthold:<\/b><\/p>\n I always have that binder.<\/span><\/p>\n Rosanna Hrabnicky:<\/b><\/p>\n I know. She leaves it sometimes. I’m surprised.<\/span><\/p>\n Steve Stack:<\/b><\/p>\n That’s so important and that’s why Baird Brothers Fine Hardwoods has the relationship that we have with <\/span>Marketplace Events<\/span>. Through COVID, we just picked up the phone to call and talk.<\/span><\/p>\n Cathy Berthold:<\/b><\/p>\n Yes. Right.<\/span><\/p>\n Steve Stack:<\/b><\/p>\n We wanted to see how everybody was.<\/span><\/p>\n Cathy Berthold:<\/b><\/p>\n I know.<\/span><\/p>\n Steve Stack:<\/b><\/p>\n At Baird Brothers, we work hard like that to develop relationships with our customers and the same can be said of you guys.<\/span><\/p>\n Cathy Berthold:<\/b><\/p>\n I felt bad during COVID because we, as a company and a team, help out on other markets and shows. As much as I wanted to call all my clients and say, “How are you?” and chit-chat, I didn’t have time. I was helping with our Northern Virginia, Austin shows or Philadelphia shows. So, there was a time when I thought, “How come none of my clients are calling us to say, ‘Hey, where are you guys? Why aren’t you bugging me to renew my booth?'” It was just a matter of time and resources. So, it was fun when we finally got the green light to go ahead and get everyone called and back on the show floor.<\/span><\/p>\n Steve Stack:<\/b><\/p>\n Wasn’t it exciting to be in front of an audience again this past spring?<\/span><\/p>\n Cathy Berthold:<\/b><\/p>\n Oh, yes.<\/span><\/p>\n Rosanna Hrabnicky:<\/b><\/p>\n Absolutely. It felt so good. I really couldn’t wait. We didn’t even know we were going back until the end of August last year.<\/span><\/p>\n Cathy Berthold:<\/b><\/p>\n To the I-X Center.<\/span><\/p>\n Steve Stack:<\/b><\/p>\n Then they threw another curveball. They threw a late fall\/early winter show at you.<\/span><\/p>\n Rosanna Hrabnicky:<\/b><\/p>\n Yes. We were lucky enough to produce the <\/span>Christmas Connection<\/span><\/a>. We actually did it with <\/span>IRG<\/span><\/a> (Industrial Realty Group), the new management company. We put that on in just a few months. We learned about it really early in September and the show was in early November. So, we only had a few months to do it. But, we did it and it was awesome.<\/span><\/p>\n Cathy Berthold:<\/b><\/p>\n Yeah, it was crazy.<\/span><\/p>\n Steve Stack:<\/b><\/p>\n The management team has shifted gears and has changed up at the I-X Center. You guys have to be excited. From the articles I’ve read, this new group is very proactive concerning the venue that we know as the I-X Center.<\/span><\/p>\n Rosanna Hrabnicky:<\/b><\/p>\n Yes.<\/span><\/p>\n Steve Stack:<\/b><\/p>\n Can you give us some teasers of what might be in the works for the old I-X Center?<\/span><\/p>\n Rosanna Hrabnicky:<\/b><\/p>\n Sure. So, they are removing that Ferris wheel.<\/span><\/p>\n Cathy Berthold:<\/b><\/p>\n The iconic Ferris wheel is coming down.\u00a0<\/span><\/p>\n Rosanna Hrabnicky:<\/b><\/p>\n I think they’re starting construction on that very soon. Then in that spot, they are going to build this huge wall and call it \u201cThe Great Wall of Cleveland.\u201d The entrance into the show is going to switch gears. We’re going to come in through the east entrance versus the west entrance. They had both before, but now the west entrance will be storage. It’s really good for the I-X Center as well as the management company because it’s a revenue stream for them. They see the importance of having an event center. It will still be there, just a little bit different. We’re so excited. I actually have a little map of the new floor plan. We’re excited to actually put that out and start selling it next week.<\/span><\/p>\n Cathy Berthold:<\/b><\/p>\n The new management company is investing $50 million in enhancements, renovations, and development around the building, right?<\/span><\/p>\n Rosanna Hrabnicky:<\/b><\/p>\n They’re actually doing it in phases. Phase one is taking down the Ferris wheel, putting up that Great Wall of Cleveland, and separating it out. They’re also going to be putting in some new electrical and new bathrooms. The first phase is going to make it so that we can obviously have an event and come in through the east entrance. Because the east entrance doesn’t have the parking capabilities as the west, they will figure out whether they might have to use some type of little trolley, bus or shuttle over to the east entrance. All-in-all, their focus is to make this a wonderful event center and we’re excited about it.<\/span><\/p>\n Steve Stack:<\/b><\/p>\n I\u2019ve seen a trolley system at other venues like the Orlando Convention Center. They have other means to get you from the parking lot to the entrances.<\/span><\/p>\n Rosanna Hrabnicky:<\/b><\/p>\n It’s certainly not abnormal at all. I don’t know which phase, but they are going to make the east parking lot larger. But you know how big the I-X Center is and how big the grounds are. Right now, they actually have a circus tent out in the parking lot. They’re actually having a circus there.<\/span><\/p>\n Steve Stack:<\/b><\/p>\n I haven’t heard that. That’s interesting.<\/span><\/p>\n Rosanna Hrabnicky:<\/b><\/p>\n I could not believe how big this tent was out in the parking lot. It was just amazing.\u00a0<\/span><\/p>\n Cathy Berthold:<\/b><\/p>\n Yeah, I hadn’t heard either.<\/span><\/p>\n Steve Stack:<\/b><\/p>\n That brings me to a point and a compliment. I hadn’t heard about the circus coming to Cleveland, but everybody in Cleveland knows when the <\/span>Home & Garden Show<\/span> is coming to Cleveland.<\/span><\/p>\n Rosanna Hrabnicky:<\/b><\/p>\n Oh, they better.\u00a0<\/span><\/p>\n Steve Stack:<\/b><\/p>\n Because of your efforts and your advertising campaign. You use every medium possible.<\/span><\/p>\n Cathy Berthold:<\/b><\/p>\n Yes.<\/span><\/p>\n Rosanna Hrabnicky:<\/b><\/p>\n We do. We have a great marketing team. I can’t even tell you. They’re the best I’ve ever seen. We use about $325,000 on our marketing. The promotional value is probably more like $800,000 in value. We do TV, radio, social media, and print. Everything compliments each other. They definitely know what they’re doing when it comes to buying. If TV is not as popular, they’ll move the budget over. They’ll make sure that we saturate that market at least six weeks before the show. And it’s saturated.<\/span><\/p>\n Steve Stack:<\/b><\/p>\n
\n<\/p>\nStarting at <\/span>Marketplace Events<\/span><\/h2>\n
Serving Both the <\/span>Exhibitor<\/span> and the <\/span>Homeowner<\/span><\/h2>\n
From <\/span>Fairgrounds<\/span> to <\/span>Expo Centers<\/span><\/h2>\n
Adjusting the <\/span>Expo<\/span><\/h2>\n